Customers, above all else, are people. Sadly, many salespeople and marketers forget this. Many businesses need to take a step back and realize that they need to consider a client's values, beliefs, and context when serving them. That’s where collaborative selling comes in.
In this episode, Rick Barrera shares his experiences as a marketing consultant. He talks about his many adventures getting into sales and how he realized the importance of collaboration in business. He also emphasizes that there is still room for community-building and cooperation in a culture that esteems independence. Join us and learn more about the art of collaborative selling.
About Our Guest:
Rick Barrera is a nationally acclaimed speaker and marketing consultant. Fortune 500 companies know him because of his published works that tackle his unique approach to brand building, such as "Non-Manipulative Selling.” He works with companies to redesign their systems and promotes a holistic approach to serving clients.
How to Use Collaboration in Sales and Marketing
- He grew up in Derek, Pennsylvania as the youngest of five kids.
- His hometown knows him as the boy who always has something to sell, such as seeds and Christmas cards.
- He applied for a job of selling newspaper subscriptions as early as 16 years old.
- His career officially started in college while making sales.
- He found a sales training franchise and worked on finishing his degree.
Biggest Challenge in Sales
- The biggest problem Rick found in sales was learning how to help people come to a decision without manipulating them.
- He says salespeople tend to sell products without learning about the client’s wants and needs.
- He believes that prescription without diagnosis is malpractice.
- Retail is more than selling products. It entails becoming personal and relationship-focused.
Collaborative Selling as a Solution
- Ask about the issues and context of a company before giving them suggestions on what to sell.
- Collaboration helps build trust and commitment with the clientele.
- Do not start the collaboration process until the client asks for help.
- Collaboration phase: sitting side by side and co-creating a solution.
- Focus on someone willing to undergo collaboration and let go of those who don’t.
Implications on Company Services
- Does collaboration impede the company’s ability to have a standard service offering? It depends on the business.
- You can opt to have products and services with multiple levels of customization.
- Prices vary based on the level of customization.
- Companies have multiple products that cater to different needs.
Collaborative Selling and Value-Building
- CS is not about finding facts already known in a company organization. It's really about aligning with your values, feelings, and goals.
- Goal: how can I bring value to this person?
- Value-building helps build a better long term relationship out of this person because there's just such a stable foundation to it.
Cooperative and Supportive Entrepreneurial Community
- Rick experienced living in a supportive community that helped each other during winter and times of crisis.
- California is a place to be independent; thus, the culture may be more selfish.
- There is a need for a change in pace, creating a community that is more cooperative and supportive of one another.
Being Good at Being Interested
- Interest helps build rapport and trust.
- Treat the person as a person and make them feel helped and understood.
How to Do More Collaborative Selling
- Start with questions. It's better to be prepared and have a checklist of things to ask when talking to clients.
- Ask follow up questions to understand their values, feelings, goals, beliefs, obstacles, and ideas.
- Work through personal thoughts that may be distracting them before you try to speak on the same level (about marketing). If you're not in sync, you are not going to get the sale.
- Set a time to sit side by side and co-create a solution.
- It requires discipline and guts to do that.
Internet Marketing vs. Selling
- Online marketing is preferred since it takes away face-to-face interaction with clients. However, that isn’t where the money is.
- One is more likely to make a significant sale on the phone rather than the Internet.
- Marketing is a way to scale one-on-one sales presentations and replicate that to more customers.
- Nevertheless, it’s not about choosing one or the other; it’s about having the tools and utilizing them both.
- Even creating a standard sales letter would mean knocking on 100 doors to find out the context of the clients involved
- Sales team - trying to get the best conversation with their ideal clients and do it with everyone.
- Incredibly successful people have built a community over time that aligns with their point of view
Marketing and Humanities
- Anthropologists in the field of marketing study to understand human beings and how they work in thinking, believing, and interacting.
- Marketing is also a psychology experiment, measuring the difference between what people say and what they do.
- Everything is an experiment. We need more data to learn about our methods and refine it as we go along.
For more insights about Pinterest marketing, connect with Rick through Over Promise and Over Deliver’s site.
- Do you already have a successful business, meaning you're up, running, and paying your bills with some profit left over?
- Are you interested in growing your business, automating/streamlining things, and staying one step ahead of your competition?
- Do you want to achieve your goals, get more things done in less time, and double your sales? Sign up for our 21-Day Double Your Sales Challenge.
📨 If you can answer YES to all three questions, please reach out to me through Facebook: https://www.facebook.com/daryl.urbanski, and describe your situation, goals, and the best time/way to contact you.